As we approach the end of January, advertisers and companies are gearing up for the launch of their brand new commercials. Viewers will be watching these commercials during the most watched football game of the year. The Super Bowl will be shown on February 7th and air on CBS this year. One automotive company that will not be running ads during the Super Bowl is Mazda. There are still plans to increase their advertising campaign for the Mazda 2 small car.
While at the Detroit auto show, Mazda North American Chief, Jim O’Sullivan, released the following statement:
“You’re never going to see us on Super Bowl. We’re not going to spend that kind of money on that kind of property because yeah, you get a lot of impressions and stuff out there, but the fact of the matter is, do you really get to the target you really wanted? That’s more of a feel-good ad for a lot of people. The one thing about the Super Bowl too, if you’re going to go and do ads at the Super Bowl, you better make sure you got some very good creative because you’ll get criticized for your ads if you don’t have very strong creative. So, is it about selling cars or is this an agency’s competition? They’re memorable in some cases, but that’s a very expensive property. I would rather take those resources and go where our customers are and focus on what our brand is.”
Many vehicle manufacturers are using the Super Bowl to advertise their new models on the market. Overseas advertisements include Kia, Volkswagen, and Hyundai. The traditional advertisements from the United States include Chevy, Ford, and General Motors. CBS has already sold almost 90 percent of the slots available for ads, at almost $3 million per 30 second ad.
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Catch up on more Automotive Super Bowl advertisements on our blog.
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